Scent Discovery
Revealing the powerful connection between scent and sentiment.
Overview
The World of Coca-Cola faces a massive challenge: hosting over a million visitors a year. Our team was tasked with replacing an existing gallery that suffered from overcrowding and unwelcoming queues. The goal wasn't just to update the content, but to completely fix the flow. We analyzed the visitor patterns and experiential pain points to develop a new "pulsing" strategy—a design that uses the rhythm of the story to move large groups of people through the space at a consistent, intuitive pace. The result is Scent Discovery, an experience where the operational needs of the venue and the creative journey of the guest work in perfect harmony.
Partners
Sonic Union, Scholar, Solomon Group
Services
Concept Design, Design Development, Media Design, Media Production, Physical Design
The Details
We structured the experience as a series of rhythmic beats to keep visitors moving and engaged. It begins in the Scent Library, where guests explore global aromas to unlock personal memories. We then move them into history, telling the story of founder Asa Candler, who mixed the secret formula by smell alone. The experience "pulses" visitors into high-immersion moments—like standing inside a stylized bottle beneath a chandelier of carbonated bubbles—before releasing them into a high-energy, gamified finale. By turning scent trivia into a friendly competition, we ensured that groups engage deeply but move efficiently through the experience.
"We know that scent is a powerful trigger for memory and emotion. World of Coca-Cola's Scent Discovery offers guests the opportunity to experience the attraction – and the world – in an entirely new way, to create new scent-based memories, while infusing fresh insight into existing memories and emotions."
